That was the recurring theme at Chris Munley’s ATLAS seminar in Naples, Florida. Chris said it very clearly. “Adapt or your law firm will become obsolete.”

Don’t believe me?
Remember when carbon paper was the standard in law firms along with the IBM Selectric typewriter? How many law firms do you know use carbon paper today? (That’s where the cc: came from at the end of your letters; carbon copy).

How about the 8-track player? My dad bought me one when I was 13. It was the coolest thing at the time. I thought that would be the musical standard forever. How many people do you know have 8-track players today? Or cassette tapes, or vinyl phonograph records, or a rotary dial phone? Nobody.

Are you getting the idea? Adapt or become extinct like dinosaurs.

“How exactly do I adapt?”

Are you using traditional forms of attorney advertising? If so, you risk becoming obsolete. At a time when thousands of lawyers are without jobs, you need to understand how consumers search and find you.

Today, they rarely use the yellow pages. Instead, most use Google. That’s a fact, and it’s not going to change any time soon. When they search for an attorney online, what is the best way to communicate your message to them?

According to a Pew research study, 66% of all adults prefer to watch video instead of reading text. 32% of adults prefer text. That means twice as many people watch video as read text. If you create an educational message on video that answers your viewers questions, who do you think is more likely to get a call for more information? You, or your competitor who fails to provide them any useful information either through text or video.

The best way to adapt, stay relevant and ahead of the curve is with video. It’s a no-brainer. Embrace video. Your potential clients expect you to be on it.

I got a really good laugh when I spied this book sitting on my bookshelf while looking for my “Evidence in Negligence Cases” book written by New York personal injury trial attorney Tom Moore. I’d totally forgotten this book that I bought years ago while trying to figure out how to market myself online.

The subtitle is “The complete guide to creating winning ads,” by Kerry Randall and printed by the ABA Law practice management section. The really funny thing is I remember reading this book cover to cover,  marking it up, highlighting it and trying to use it to improve my Yellow Pages ad.

This is the stuff that the ABA printed to help lawyers learn how to market themselves. It was originally printed in 2002, thirty years after attorneys started using Yellow Pages to market themselves. Now that’s what I call being on the cusp of attorney marketing! (Notice the sarcasm?)

Chapter 20 is titled “Choosing your reputation: creating a memorable slogan.” Yes, that’s what attorneys need to set themselves apart…a slogan! It’s abundantly clear to me that the information contained within this book is so outdated and so irrelevant in today’s age of social networking and online marketing that I truly got a hearty laugh seeing this book hidden in my bookshelf.

As a year-end project I cleaned out more junk and got another laugh. When I went out on my own in 2002, one of the first marketing things I purchased was a program that my good friend Ben Glass refers to as ‘something that made me want to puke’. I agree. The advice being given in this attorney marketing program was basically a “call here for free cheesy report.”  When you gave your name,  the program urged you to  to bombard  that potential client with multicolored mail with time-stamped deadlines.  I’m happy to say that that program was ridiculous, and a great learning experience for me.

Bar associations today are supposed to help teach their members things that they didn’t teach you in law school. Since law schools neglect to teach lawyers how to market themselves, lawyers are left to learn how to figure this out on their own or be mentored by more senior attorneys. There are very few bar associations across the country that endorse and actively seek expert lawyer marketers to teach their members how to make money in the practice of law. Many lawyers still feel that marketing and advertising is not something a proper professional should do. Many of our bar associations feel the same way.

Unfortunately, that explains one reason why bar associations are so behind the eight ball when it comes to teaching attorneys how to effectively market themselves and make a good living in the process. Lawyers who recognize that marketing is crucial in today’s practice of law understand the importance of all the types of media that you can use and should be fluent in. This applies not only to solo practitioners and small law firms, but midsize law firms and even big law firms as well.

Yellow pages advertising is out. Facebook, Linked In, and Twitter are the standards by which most people in the 21st century are using to communicate their online message. Lawyers who wait for the next book from their local bar association or national Bar Association will be years behind and continue to wonder why their marketing is not really working.

So, if you want to get a really good laugh, clean up the junk in your bookcase, and realize that traditional forms of attorney advertising simply don’t work.

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To learn how to communicate effectively using the best tools possible, I encourage you to explore my blog here in the Lawyer’s Video Studio. To learn how really smart lawyers are using video to set themselves apart, I encourage you to read my new January 2011 lawyers video studio newsletter.

Have questions about creating video? Call me: 516-487-8207 or by email: Gerry@lawyersvideostudio.com. I welcome your call.

Lawyers Video Studio tripod

Do you think you can hold your video camera steady for more than 30 seconds. You can’t. If you don’t believe me, try it. Try a wide angle shot and hold for 60 seconds without moving. Then zoom in on something in the distance and try holding it rock-steady for 60 seconds. It won’t happen.

Try videotaping your kid’s school play without a tripod and all you’ll see is the camera bobbing up and down. Step up to the plate and get yourself a tripod.

What tripod to get? There are hundreds of types. Lightweight aluminum to heavy steel ones capable of holding huge video cameras. They cost anywhere from $20 to thousands of dollars for the professional types.

I have two tripods. A lightweight aluminum one that weighs very little but is sturdy enough to take with me anywhere. The other is a monster of a tripod (pictured above) that I got when I was shooting video on the soccer field. You see, there’s something called ‘fluid-head’ tripods which are more expensive than ‘non-fluid-head’ tripods. When you move the camera from side to side (also known as panning), a tripod with a ‘fluid-head’ has a much smoother flow than one that does not.

Here’s what would happen on the soccer field. When I’d be shooting video and catching some fast-breaking action, I’d have to move the camera quickly from left to right. Without a fluid-head on the tripod, it’s like metal rubbing against metal and the motion is sometimes jerky and gets stuck. That’s not good for trying to get smooth panning action shots. So, I wound up getting a fluid head tripod which makes movements nice and smooth. The problem with moving up the ladder to a more advanced type of tripod is that the tripod weight goes up exponentially. This means that it is no longer easy or convenient to lug around when going on vacation. Instead, I opt for my lightweight aluminum tripod.

Whether you are shooting video of someone else, or shooting video of yourself, you must put the camera on a tripod. That is the only way you will get steady, even video that will allow a viewer to focus on your content instead of your camera techniques.

In the “old days,” the answer would have been absolutely.

In the old days, you would have put your content onto an audio cassette, preferably Memorex or some other high quality audio tape. You might even have tried to put an audio message onto an eight-track tape. Going back even further, if you had the money, you could have tried to put your audio message on a 33 RPM record. Ahh…those were the good old days.

Well, the cassette tape along with the eight track tape have gone out the window. Film cameras have become antiques along with vinyl records. CDs and DVDs were the next hottest media to arrive. Everyone went from having a VHS VCR to having CD players. Then, DVDs came along with the much-hyped blue-ray. Standard definition video is so “old school” since now everything is high-definition video.

Studies have shown that consumers have moved away from the CD and DVD format for listening and watching content and instead prefer having instant access going online for the same information. Not many people really want to be in front of the TV and pop open their DVD player to sit down to watch a DVD. Instead, they want to sit in front of their computer, login to a website and be able to pick and choose whatever content they want at whatever pace they want.

That brings me back to my original question in the title. As an attorney who markets to consumers who raise their hand asking for information, should you still continue to put your content on CD or DVD? As with most typical lawyer answers, this one is a definite “maybe.”

Duplicating your content onto a CD or DVD is inexpensive. There are fulfillment houses all over the Internet that will eagerly duplicate your material and then send them out to wherever your potential clients reside. However, as more of the population joins Facebook and goes online for their daily dose of information, you have to wonder whether a CD or DVD in your box of stuff is worthwhile. I know some attorneys who would argue that they should throw it in there. Others would say “Give your prospective clients access to your attorney portal where they can listen and watch you talk about whatever it is you want to tell them.”

My opinion? Just like yellow pages and lawyer directories have become less relevant in today’s age of social media, I believe that CDs and DVDs are likewise becoming less relevant every day. Having said that, it does not mean that they are useless. Each form of media has its place, and your goal is to figure out how to use them creatively to help you stand out from the crowd.

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Stand out from the crowd. Be different.

Lawyers who want to differentiate themselves from all of their competitors would do well to watch some testimonials of some really smart lawyers who created video with the lawyer’s video studio. Click here to see what they had to say.

Gerry Oginski, Esq., Founder, Lawyers Video Studio

You’ve made the decision to jump into attorney video to market your law firm online. You think you’ve found the right video production company. How do you really know whether the video producer is right for you? Let’s look at the basics first.

Experience

Clearly you want someone who has experience creating attorney video. That goes without question.

Quality

You want somebody who can produce quality video.

Knowledge of your legal specialty

You want somebody who knows who your ideal client is without you having to tell them. You want somebody who knows how to create content that converts online viewers into callers. You want somebody who understands why online viewers are online searching for an attorney.

References: You must make sure you ask for videos they have done and then go and watch those videos. Then call those attorneys and asked them what their results have been using those videos.

Video Metrics
Ask your video producer whether they track your video metrics. If they do, ask them whether they track which videos convert viewers into callers.

Legal background

Ask your video producer whether they are a lawyer. Ask them whether they are a trial lawyer. Ask them whether they are a medical malpractice trial lawyer. Ask them how they know what content to help you create if they are not a lawyer.

How do they market your videos?

Ask them how they distribute and publish your videos. Then, ask them whether they put your brand-new videos on their own website. Ask them whether they create a blog post about each of new video you create. Ask them whether they create an article about each new video. Ask whether they use Facebook, Twitter and LinkedIn to promote each of your videos. If they don’t, ask them why not?

Ask them how many videos they create just for lawyers

Many video companies create attorney videos part-time. Some are wedding videographers; some are college kids looking to make a few extra dollars; some are video companies whose entire focus is to create video for businesses, not necessarily for attorneys.

Your video producer is the most important element in helping you create and produce your online videos. In order to create good, effective and compelling video, you need a video producer who not only understands the law, but who can answer all those questions above. You need a video producer who recognizes why viewers go online searching for an attorney, and importantly how to make you stand out from the crowd.

If they only create attorney video, how do they help you distinguish yourself from other attorneys who handle the same type of law? The answers to those questions will help you make an educated decision about who your video producer should be.

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VIDEO CHANNELS FOR REALLY SMART ATTORNEYS

Want to see some of the cool video channels we create for really smart attorneys? Click here, the Lawyers Video Studio channel to see for yourself just one way we help attorneys stand out from the crowd.

1. Lawyers Video Studio New Online Newsletter-Dec. 10′

2. Want to Know What It’s Like Shooting Video in the Lawyer’s Video Studio?

3. Napoleon Hill Reveals the Secrets of Success

4. Lawyer Video Marketing: 3 Keys To Success

5. Lawyer Uses Canon T2i to Shoot 938 photos and 35 videos on Vacation

There you have it. My top 5 attorney video marketing blog posts of 2010.

Gerry Oginski, Founder of the Lawyers Video Studio

Have a great new year and I’ll be speaking with you in 2011!!

Best regards,

Gerry

Lawyers Video Studio January 2011 Newsletter

Learn how one really smart New York City Park Ave. law firm created video in the Lawyers Video Studio. Find out how many videos the Lawyers Studio put online last month alone. Learn about our lawyer referral program and how you can easily generate income with a single phone call. A quick reminder that lawyers who join our program get to take advantage of the ONLY video coaching group for lawyers in the country.

Click here for our new online newsletter!

Gerry Oginski, Esq.

Q: “Video marketing doesn’t work, right?” asks an attorney.

A: “You’re right,” I respond. It’s a terrible way to market yourself online. (This will undoubtedly make the attorney feel better, since he already knew that video marketing could not possibly work. Who am I to tell him otherwise?)

Statement: “Nobody watches attorney video. I mean, what type of person would ever go online to look for an attorney? Just ask someone to refer you to an attorney. You don’t need to go online to look for one,” the attorney states authoritatively.

A: “You’re right. Consumers don’t go online to look for attorneys. All they need is a friend/relative/acquaintance to refer them to the right attorney for them,” I answer.

Q: “You mean lawyers actually create video? What…are you like into doing porn videos or something?”

A: “Yes, that’s exactly what I do. Create porn for my legal clients. They need something to keep them interested between my monthly updates, and you know they’re hungry for something unusual…so that’s it. How did you ever guess?” I reply sarcastically.

(As a side note, I had my family over for lunch last weekend and when they were in the basement they saw my video lights set up. They didn’t know what I used them for, so I told them I create educational video. One of my cousins actually said “Where’s the bed? At least that would be interesting!” Yeah, right.)

Statement: “I can create video just as good as you by whipping out my pocket video camera and talking while I walk along the beach,” the attorney said to me.

A: “Great. You do that. Then upload it online and in 3 months let me know if the video generated more than 10 views,” I answered.

Statement: “I don’t have to learn how to do great video, I just have to copy what you’ve done online since you have hundreds and hundreds of videos. That should get me going without having to do much work,” said the eager attorney.

A: “Lawyers who take shortcuts suffer in the long run. Copying someone’s content is wrong on so many levels, but more importantly, copying without understanding everything that goes on behind the scenes will leave you scratching your head wondering why your videos are not watched and wondering why your viewers (assuming you have any) are not converting into callers. If you copy someone’s content, you do so at your own peril,” I said.

There are some ‘old-school’ attorneys that simply cannot see any benefit or reason to market themselves online or even comprehend why anyone would use video to educate viewers. Frankly, I’ve decided I’m not going to try convincing those lawyers anymore. I will no longer waste my time trying to help those attorneys. Instead, I want to help attorneys and businesses that understand the value and benefit of creating educational video.

If you want to see one really smart attorney who understands the value of creating video, read below.

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Brent Adams, Esq.

North Carolina Personal Injury Attorney Brent Adams says, “I  aspire to be the North Carolina version of Gerry Oginski.”

“Dear Gerry:
It was a truly exciting experience to participate in your Total Online Video Solution and shoot an entire day of video with you and Harry. It invigorates me to be around experts who know what they’re doing and who enjoy doing their work with dedication and perfection. It was  great to see you again and to learn about what you’re doing and how you use the Internet to market your practice. You are a truly amazing person and lawyer. I get worn out simply thinking about all the work you do in a short span of time and all you accomplished simultaneously.

Your malpractice verdicts and settlements are stunning, particularly in view of the fact that you practice alone. Most big-time malpractice lawyers who I know have a stable of lawyers to take depositions, conduct medical research, prepare written discovery and handle a mountain of other details necessary to successfully prosecute a malpractice case. Your fantastic success in handling complex malpractice cases is especially impressive when you consider that you personally handle your own internet marketing and also have a separate business. All this and four children still in the home!

I  aspire to be the North Carolina version of Gerry Oginski.
Thanks,
Brent

Who's Your Video Producer?

I came across this website while searching the internet for attorney video production companies that offer useful services. Here’s the advice they offer to their attorneys:

Using a script, focus on your firm’s expertise and trustworthiness through testimonials and proven results.

To successfully deliver your firm’s message, consider using examples and visual cues by showing footage of your firm’s lawyers working on behalf of clients. Demonstrate to your audience that your firm is the best fit for them. You may even want to debunk myths, such as the idea that clients cannot afford your services.

First of all, I strongly advocate never using a script when creating attorney video.

Why not? Because it always comes across as contrived and unnatural. More importantly, when a potential client comes into your office and asks you a question, do you need to run to your file cabinet and grab a script in order to answer that person’s questions? Of course not.

Secondly, this advice tells you to focus on your firm’s expertise. I totally disagree. This is the traditional form of Yellow Pages advertising  which shows everyone that it’s all about “Me, me, me.” I would think by now, most video production companies would recognize that it’s got nothing to do with “Me, me, me.” Instead, it has everything to do with “You, you, you.”

Third,  look at what they recommend next:

To successfully deliver your firm’s message, consider using examples and visual cues by showing footage of your firm’s lawyers working on behalf of clients.

Do you really think that by showing B-roll footage of lawyers looking at papers and lawbooks that that visual is going to convert an online viewer into a caller? I don’t. In fact, I don’t believe that  it adds anything, and simply is a waste of time and space.

They continue by saying “Demonstrate to your audience that your firm is the best fit for them.” Again, do you really believe that statement will help convert an online viewer into a caller? I don’t. The focus of that statement is once again “Me, me, me.”

If only these people would stop trying to sell law firm clients to online viewers, then viewers might actually take an interest in whatever video they created. Don’t these video production companies know that people want real, useful information and not a sales pitch?

You might  be asking yourself while reading this blog post which video production company it was that offered these statements? As much as I would love to publicly out them, I don’t want to give them the recognition nor do I want to embarrass them. Hopefully, they’ll get around to reading this blog post and recognize their content.

Final Cut Express

1. You’re not sure which camera to buy,
2. You don’t know what type of microphone to use,
3. You’re unsure what lights you need to create video,
4. You don’t know how to edit video,
5. You don’t have time to learn how to edit,
6. You don’t know how to add graphics, music,  an introduction or an exit,
7. You don’t know what settings to process the video in to create high definition, high quality video,
8. How many pixels?
9. What size video player?
10. Multi-pass or single pass rendering?
11. 640 x 360, or 1280 x 1080?
12. 1080p or 1080i?
13. How many frames per second? 24, 25, 29, 30, 60?
14. What format should the video be in? .flv, mp4 or .mov?
15. Where and how will you distribute your video?

Unless you want to become a videographer, a video editor and a video distributor, you are much better off letting a professional video company creates video for you in order to market your message. Of course you can always learn how to do this on your own, but if you don’t have the time, desire or inclination to learn how to do this really well, you’re much better off leveraging your time with our expertise and a proven track record to make it happen. If you have questions, I urge you schedule a complimentary phone consultation with me to discuss how we can help you create educational video that will make you stand out from the crowd and showcase your expertise. You will learn how to convert online viewers and callers using content that viewers want to know about. I look forward to hearing from you.

Gerry